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The Shape of Sheraton-Westin Sheraton and Westin, both now owned by the Starwood real-estate investment trust, will jettison their proprietary frequent-guest programs on January 1 in favor of a company-wide plan. Planning for the new program is still incomplete, says Hoyt W. Harper, the executive in charge of the new frequency plan, but he did offer some general answers to my specific questions.
The program will issue credit for stays at "close to 99 percent" of the properties flying one of Starwood's six flags: Sheraton, Westin, Four Points, Ceasars World, St. Regis/Luxury Collection and the new W chain. There will be no charge for membership (Sheraton Club International once charged an annual fee). The program, says Harper, will offer "flexible currency," a euphemism meaning you can either accrue credits in the Starwood program or convert your hotel stays into airline frequent-flyer miles. "Elite" status will be based on total spending as well as the number of times you stay at a Starwood properties. The reward chart will include free hotel stays at all six chains; vacation packages, offered with and without airline tickets; and the miles-conversion option. "We may even add a merchandise component," he says.
When will travelers get a look at the program specifics? "Shortly after Labor Day," promises Harper.